Many small businesses think that data cleansing is something reserved for large corporations storing massive troves of customer information. They think that data quality deteriorates as a result of scale — not from the actual problems that affect data cleanliness like misinformation, outdated demographics, and a lack of standardization.
And as a result, it’s not uncommon to see small businesses funneling their marketing budgets toward the latest and greatest in the martech landscape while deprioritizing the data cleansing tools that actually make other technologies valuable.
It’s a problem that SME marketers need to address with their teams and in their martech stacks.
Data Cleansing Leads to Better Decision Making
It’s a simple fact of data marketing: dirty data leads to poor decisions.
You could hire the best six-figure data scientist the tech industry has to offer, but if that person draws conclusions based on incorrect or outdated information, their insights are useless. Clean, high-quality data is the basis of any successful digital marketing campaign. Poor quality data delivers inaccurate information about how you should target leads, optimize your sales funnel, and engage with current customers.
Clean data, on the other hand, offers more accurate and better-targeted campaigns while also revealing opportunities for automation and an improved customer experience.
Clean Data = More Refined Customer Segments
Small businesses armed with clean data have the ability to create hyper-specific customer segments that extend beyond the basic dividing lines of location or industry. By focusing on high data quality, small businesses can target campaigns to a unique subset of their audience in order to optimize conversion rates and yield a bigger ROI.
Of course, collecting the data needed to create refined customer segments is an important and delicate step in the process. As you probably know, people aren’t likely to fill out the long lead capture forms that marketers need to segment their audiences. As a result, many businesses turn to data enrichment tools to help fill in the gaps.
SmartForms customers benefit from real-time data enrichment in their lead capture forms. That means as new data comes through SmartForms, we supplement it with additional information — either from within your own data management platform or from third-party sources — to create a more robust customer profile for segmentation.
Data Cleansing Leads to Better Reporting
Every marketer knows that setting KPIs and measuring campaign performance are critical steps in your marketing strategy. But the absence of clean data can skew the results of those measurements and lead to inaccurate assessments of campaign success. Without a complete and accurate view of the leads acquired from a specific campaign, it can be difficult to assess whether any one campaign yielded results. You may see a flux of new leads as a result of a specific campaign, but they may not meet the demographic profiles of your target customers, meaning there’s a low likelihood of them converting into new clients for your business.
The First Step in Data Cleansing: A Data Quality Health Check
Ready to clean up your data and get on the road toward better campaign success? The first step is conducting a data quality health check that assesses the state of your existing data and offers suggestions on how to improve.